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| Gracing the ribbon-cutting ceremony of the TCL area in Automatic Center Sheridan Mandaluyong, L-R: Automatic Center Assistant Vice President for Financing Ragny Sacdalan, Automatic Center Branch Control Manager Cha Tayag, Automatic Center Marketing Head – Growth Brands Pearl Perlada, Automatic Center Division Head – Merchandising Home Appliances Cheng Del Mundo, Automatic Center Managing Director Mia Chua Sy, TCL Electronics Philippines Sales Director Cyd Montebon, TCL Electronics Philippines Retail Manager Jay-R Calubaquib, TCL Electronics Philippines Brand Manager Joseph Cernitchez, TCL Electronics Philippines Display and Trade Promotion Supervisor Rexel Abeleda, TCL Electronics Philippines Sales Representative Elijah Rafael Reolope Jr. (Image Source: Manila Standard/TCL Electronics Philippines) |
TCL Electronics, the Philippines’ #1 Panel TV brand and a global leader in both television and air conditioning technology, has officially marked a milestone partnership with Automatic Centre, the nation’s pioneer in appliance and electronics retail. This collaboration was celebrated with a grand in-store event held last March 25, 2026 at the Sheridan Mandaluyong branch, bridging TCL’s world-class smart technology with Automatic Centre’s storied 70-year legacy of retail excellence.
As a trusted household name, Automatic Centre continues to be the premier destination for Filipinos seeking the latest in home innovation and consumer electronics. TCL CEO Peter Chen says, “Joining forces with Automatic Centre is a milestone moment for TCL Philippines. We have immense respect for their 70-year standing as a pillar of the local appliance industry. Our goal is to infuse our latest technological breakthroughs in their Sheridan branch, and we couldn’t be more excited to embark on this journey of innovation together.” With this collaboration, Automatic Center is thrilled to introduce this transformation at its Sheridan branch, marking just the beginning of even more exciting developments ahead. Automatic Center Head of Marketing Pearl Parlada expressed, “This partnership marks a transformative chapter for Automatic Centre Sheridan, and we are thrilled to usher in this new era of innovation. This debut is merely the first step in a larger vision; it is the beginning of a series of exciting milestones designed to redefine the appliance shopping experience for our loyal customers.” The atmosphere at Automatic Centre Sheridan was nothing short of electric as TCL Philippines finally made its official debut. What began as a highly anticipated partnership culminated in an all-out celebration, with the launch day drawing a crowd eager to witness the partnership of global tech innovation and a Filipino retail icon.
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| The newly-opened TCL area inside Automatic Center Sheridan Mandaluyong (Image Source: Manila Standard/TCL Electronics Philippines) |
Guests at the TCL x Automatic Centre debut were treated to a high-tech welcome that showcased the future of smart living. The highlight of the day was a partnership ceremony attended by the visionaries behind both brands. Present to witness this new chapter for TCL Philippines were Sales Director Cyd Montebo, Display and Trade Promotion Supervisor Rexel Abeleda, Brand Manager Joseph Cernitchez, Retail Manager Jay-R Calubaquib and Sales Manager Jean Ann Barra, together with the executive team from Automatic Center led by Store Head Sheena Mangahas, Merchandising Head Sheena Cheng Del Mundo, Marketing Head Pearl Parlada and Branch Control Manager Cha Tayag. To bring the partnership to life, guests were treated to a guided tour that showcased the full spectrum of TCL’s home solutions. Parlada led the walkthrough, offering an insider’s look at how the brand’s latest innovations are designed to elevate daily living. Every stop along the display highlighted a unique blend of style and efficiency, proving that TCL is truly at the forefront of the modern Filipino home. As Parlada noted, “this marks the dawn of a transformative era for our partnership.”
TCL's Calubaquib concluded, “We are committed to introducing even greater technological innovations to the floors of Automatic Centre, ensuring our customers have access to the future of smart living. This launch is only the beginning; we have an exciting roadmap of developments in the coming days, so we invite everyone to stay tuned.”
